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Department of Human Services
Designing an effectiveDesigning an effective
communication strategycommunication strategy
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How does communication work?How does communication work?
What people think
What we want them to think
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How does communication work?How does communication work?
Its not whatadvertising does
to people
Its what peopledo with ouradvertising
What people think
What we want them to think
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So how can communicationsSo how can communications
help?help?
Perception is reality Telling aint selling
Manage stakeholders Forces you to get clear what your key
message is
Unite behind a common message
Stay on message
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The six stepsThe six steps
1. What is the issue?2. Who is the key target audience?
3. What do they currently think?4. What do we want them to think?
5. Say what we need to say6. Monitor and review
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1. What is the issue?1. What is the issue?
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2. Who is the target2. Who is the target
audience?audience?
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3. What do they currently3. What do they currently
think?think?
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4. What do we want them to4. What do we want them to
think?think?
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5. Say what we need to say5. Say what we need to say
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6. Monitor and review6. Monitor and review
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SummarySummary
The six steps are about process Effectiveness is about the thinking that
goes into the process
Its about them, not us
A helicopter view the most importantskill to develop
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Questions?Questions?
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